Research Of The Development Strategy Of New Oriental Education And Technology Group

In the information age when the knowledge-based economy develops rapidly and the industrialization of education rises quickly,the country advocates vigorously the establishment of a learning society,the improvement of the quality of citizens becomes now the rigid demand of the whole society.The education and training industry faces currently an unprecedented period of important strategic opportunities.With the supply-side reform and the industrial transformation of education,the decentralized pattern of education and training market will change and many enterprises will face new crises and challenges.As the chinese largest,most famous and influential education and training institution,the New Oriental Education and Technology Group was established 23 years ago and listed 10 years ago.It experienced not only the refulgence of income and share price 10 times higher than 10 years ago,but also the decline of performance and of teaching quality,the brain drain and many other difficulties.The New Oriental Education and Technology Group is facing good opportunities,new risks and competitive pressures.Under the guidance of the enterprise strategy theory,this paper uses the strategic management analysis tool to analyze the external environment and internal environment of New Oriental Education and Technology Group.We find out the external opportunities and threats and summarize its internal advantages and disadvantages.With its mission and vision and the development of the status quo in recent years,we put forward reasonable proposals of its future development strategy and of implementation to make it deal with challenges successfully,to seek new market opportunities,to adjust the development strategy,so as to continuously consolidate its industry leading position and to maintain its core competitiveness.This paper uses the development strategy of New Oriental Education and Technology Group as the research object.Firstly,using PEST,five forces model tool and external factor evaluation matrix to analyze systematically the education and training industry,including macroscopic environment analysis,economic characteristics of the industry analysis,industry competition structure analysis,the main competitors analysis.On the basis of a series of analysis,this paper puts forward the viewpoint that the New Oriental Education and Technology Group is facing more opportunities than threats.Secondly,based on the collection and collation of the relevant data of New Oriental Education and Technology Group,using the value chain,the paper analyzes and explains its resources and capabilities,and using internal factor evaluation matrix,the paper analyzes its main strengths and weaknesses and proposes that the overall internal advantage of New Oriental Education and Technology Group is higher than the average level.After analyzing the external opportunities,threats,internal strengths and weaknesses of the New Oriental Education and Technology Group,this paper uses SWOT analysis tool and the mission and vision of New Oriental Education and Technology Group to propose that New Oriental should execute related diversified development strategy in the future,it should stick to the ground education,combine the ground and online education,develop the 020 teaching mode,set up the holding industry chain security system,share stock in the new complementary company and create an educational and learning ecosphere.Finally,this paper puts forward six safeguard measures for the successful implementation of the New Oriental related diversification strategy,namely,paying attention to brand maintenance,paying attention to product innovation,cautious expansion of mergers and acquisitions,construction of talent echelon,establishment of marketing system and development of cultural soft power.